SBD/Issue 87/Sponsorships, Advertising & MarketingPrint All
By John Lombardo, Staff Writer, SportsBusiness Journal
The New Orleans/Oklahoma City Hornets have signed their first Crescent City Champion level sponsorship agreement as Cadbury Schweppes has agreed to a six-year deal that will be announced before the Hornets’ game against the Kings at New Orleans Arena tomorrow night. The low-seven-figure annual agreement makes 7UP the official soft drink of the Hornets and gives Cadbury Schweppes pouring rights in the arena. The deal also includes media and advertising, along with in-arena branding and signage. Premier Partnerships, hired by the team last year to attract corporate partners, brokered the deal. “From pouring rights to promotional opportunities, this is truly a win-win partnership between the Hornets and Cadbury Schweppes, and an important step in our successful return to New Orleans,” said Hornets COO Hugh Weber in a statement. The Hornets are looking to sign between six and eight Crescent City Champion deals. Forced to relocate last year to Oklahoma City following Hurricane Katrina, the Hornets will return full-time next year to New Orleans. The team is playing six regular-season games this year in the city.
Humor From Bud Light Ads To Spill
Over Into Budweiser’s Super Bowl Spots
DDB: In Chicago, Lewis Lazare reports that as many as six of the eight or more spots A-B is considering for this year's Super Bowl come from DDB, Chicago. Last year, all of A-B’s Super Bowl spots were from DDB. Meanwhile, a “new twist for A-B this year is four 10-second animated billboard commercial inserts with pre-recorded copy — two in the first half and two in the second half. Two of the four will “encourage viewers to drink responsibly, and two will tout A-B’s new online venture Bud TV, which goes live the day after the Super Bowl” (CHICAGO SUN-TIMES, 1/25). A-B will also text message fans during the Super Bowl asking them to vote for their favorite ads (USA TODAY, 1/25).
A-B Could Use Mencia
In Bud Light Spot
MORE ADS: In Portland, Helen Jung reports Wieden & Kennedy will have three ads for Coca-Cola in the game, one of which is new. It will mark the agency’s first Super Bowl ad effort since an AOL spot in ’04 (OREGONIAN, 1/25). CBS President of Network Sales JoAnn Ross said that with two black head coaches competing in the Super Bowl for the first time — the Bears’ Lovie Smith and the Colts’ Tony Dungy — “one marketer is adding to its ad time for a Black History Month spot.” Meanwhile, Sprint VP/National Advertising Mike Goff said that his company “is returning with a humorous spot” to promote mobile broadband (USA TODAY, 1/25).
Ford Withdraws As Official Champ Car Sponsor
German Bundesliga club Bayern Munich has “threatened to prevent its players” from playing for the German National soccer team, as Nike is “pulling out all the stops to replace” adidas as the national team’s sponsor, according to AGENCE FRANCE-PRESSE. adidas is a shareholder in Bayern, and it “would be seen as a betrayal” for club players to wear Nike on their shirts. Bayern President Karl-Heinz Rummenigge: “I just cannot imagine that a Bayern player would wear a German shirt with the Nike logo on it.” But German National Team GM Oliver Bierhoff said, “The rules stipulate that players must conform to the choice of sporting equipment made by the federation.” He added that if Bayern “stood in the way of its players turning out for Germany, he would take the matter before” FIFA. adidas’ contract with the national team runs through 2011 (AGENCE FRANCE-PRESSE, 1/25).
Hannah’s Gold Maple Syrup Sales
Generate Nearly $10,000 For Charity
Kass Finding Financial
Success With Apparel Venture
FINANCIALS: Roenigk notes since forming Grenade, which “thrives more on aesthetics than technology, with gloves designed by artists and riders,” annual sales have grown from $120,000 to $6M, and the brothers “have turned down buyout offers from Quiksilver and Oakley, among others.” Kass: “We would like to hit $15[M] in sales in five years. That would be a big chunk of the market.” He said of one day selling the brand, “The company [that buys Grenade] would have to be one we respect and see a future with. It would have to feel right” (ESPN THE MAGAZINE, 1/29 issue).
Ford, GM, Daimler-Chrysler and Toyota were the top four advertisers during Fox’ broadcast of the Saints-Bears NFC Championship Game last Sunday. The chart below lists all the national ads that aired on the game. It does not include regional or local ads. The feed monitored was from Charlotte’s WCCB-Fox and includes pregame, game, and postgame coverage. The ads appear with their frequency and length.
COMPANY/BRANDADS/LENGTH COMPANY/BRANDADS/LENGTH Ford10, :30 Texas Instruments2, :30 GM9, :30 20th Century Fox2, :30 DaimlerChrysler6, :30 WebMD2, :30 Toyota6, :30 Adams Respiratory Therapeutics1, :30 1, :15 Cingular5, :30 Columbia Pictures1, :30 1, :15 NFL5, :30 Alltel1, :30 Visa5, :30 Apple1, :30 Anheuser-Busch4, :30 Applebee's1, :30 Dodge4, :30 Burger King2, :15 Coors Brewing3, :30 Campbell's2, :15 Microsoft3, :30 Circuit City2, :15 State Farm3, :30 Energizer1, :30 Subway3, :30 Hertz1, :30 UPS3, :30 MasterCard1, :30 Verizon3, :30 Miller Brewing1, :30 Wendy's2, :30 1, :15 PepsiCo1, :30 Yum Brands1, :30 3, :15 Samsung1, :30 Best Buy2, :30 Sony1, :30 Dell2, :30 SunCom1, :30 DirecTV2, :30 Sylvania1, :30 FedEx2, :30 TGI Friday's1, :30 Frito-Lay1, :60 Warner Bros.1, :30 McDonald's2, :30 E Trade1, :15 Merck/Schering-Plough1, :60 Lionsgate1, :15 Nike1, :60 Touchstone Pictures1, :15 Southwest.com2, :30 Universal Pictures1, :15
NOTES: Anheuser-Busch promoted Bud Light and Budweiser, Coors Brewing touted Coors Light and Miller Brewing advertised Miller Lite. PepsiCo promoted Diet Pepsi. Yum Brands touted Pizza Hut and Taco Bell. Frito-Lay advertised its Lay’s potato chips. Campbell’s promoted Chunky Soup. NFL touted NFLShop.com, NFL Network and its relationship with the United Way. Adams Respiratory Therapeutics promoted Mucinex. Merck/Schering-Plough touted Zetia. Energizer advertised its Schick Quattro Titanium razor. Texas Instruments touted its DLP technology. Sylvania advertised Silverstar Ultra headlights. Apple promoted Mac computers. DaimlerChrysler touted Chrysler and Jeep. GM promoted Cadillac, Chevrolet and Hummer.
MOVIE NOTES: The following theatrical releases were promoted: Columbia Pictures’ “Ghost Rider,” 20th Century Fox’ “Epic Movie,” Universal Pictures’ “Smokin’ Aces” and Warner Bros.’ “300.” The following promoted DVD releases: Columbia Pictures’ “Gridiron Gang,” Lionsgate’s “Saw III” and Touchstone Pictures’ “The Guardian.”
SPORTS TIE-INS: Coors Light ads featured former NFL coaches Mike Ditka and Jim Mora. The Samsung ad featured former NFL QBs Boomer Esiason, Dan Marino and Steve Young. The MasterCard and Sony spots featured Colts QB Peyton Manning. A Cadillac spot featured recently retired Giants RB Tiki Barber. The Campbell’s spot featured Eagles QB Donovan McNabb. The PepsiCo ad was a football-themed ad.
BROUGHT TO YOU BY: The following sponsored elements ran during the broadcast: “AT&T Postgame”; “Ford Fox NFL Sunday”; “Microsoft People Ready Matchups”; “State Farm Covers The Field”; “Subway Fresh Buzz”; “Texas Instruments DLP Ultimate Picture Cam”; “UPS Leaderboard”; “Visa Halftime”; and “WebMD Symptom Checker.” At separate times during the pregame broadcast, Ford, Microsoft and State Farm sponsored the scroll at the bottom of the TV screen. Visa sponsored the scroll at halftime while AT&T sponsored it during postgame coverage.
PROMOS: The following Fox/FX programming was promoted during the broadcast, with their frequency listed parenthetically: “24” (5), “American Idol” (4), Daytona 500 (4), “House” (4), “Prison Break” (4), Rolex 24 Hours of Daytona (4), “’Til Death” (4), “The War At Home” (3), “American Dad” (2), “Family Guy” (2), “The O.C.” (2), “The Simpsons” (2), “Bones” (1), “Dirt” (1) and “The Winner” (1).